Local PPC Is Different
Local businesses don't need national reach — they need the right people within their service area. Local PPC requires a different approach than broad campaigns.
Key Strategies
- Geo-Targeting: Set your campaigns to only show within your service area. Use radius targeting around your location and bid adjustments by proximity
- Location Extensions: Show your address, phone number, and distance to the searcher. Local extensions increase CTR by 10-20%
- Local Keywords: Include city, neighborhood, and "near me" variations in your keyword targeting
- Call Extensions + Call-Only Ads: For service businesses, phone calls are often the highest-value conversion. Optimize for calls
- Google Maps Ads: Appear at the top of Google Maps results for local searches
- Schedule Ads to Business Hours: If you can only answer calls during business hours, schedule ads accordingly
- Review Extensions: Showcase Google reviews in your ads to build local trust
Budget Tips
Local PPC is often more affordable than national campaigns because competition is limited to your area. Start with $1,000-$3,000/month and scale based on results. Focus budget on high-intent keywords that indicate someone is ready to buy or hire.